Each year, Audi likes to release a big-budget commercial to make everybody forget that it's a big corporation with a fetish for TDI engines. The 2020 Christmas ad is blatant as they come, showing the Santa Claus of the new age getting behind the e-tron GT, its ambitious new four-door EV coupe.
Most such commercials feel a little coerced. They have to promote this wholesome, holiday message, promote the brand, tell a short story, and even sell cars, all within 30 or 60 seconds. But Audi ads are somehow worse because they run parallel with the forced product placement they've done in Marvel movies.
Even though Avengers: Endgame was released over a year ago, we still remember this EV concept. Yeah, we get it, Audi. The e-tron GT is super cool because both Santa and Tony Stark drive one. But what does it matter if nobody can buy one yet? Also, most of your customers are still loyal to the internal combustion engine and might think something along the lines of "wouldn't the RS6 Avant be better here?"
And they'd be right. Not only would Santa have difficulty charging, just like some Porsche Taycan owners, but the cargo space of the Audi e-tron GT can accommodate only 450 liters or 15.8 cubic feet (concept specs), plus a little extra under the hood. You can probably get just as much stuff into a Honda Civic.
The modern Santa idea is also a little strange. Instead of a jolly old man, we get a cross between Batman and James Bond, complete with his own Q, wearing a turtleneck and fitted blazer. It's like Santa has divorced Mrs. Claus and spent all year working on a dating profile, and the Audi is a culminating moment. Those better not be adult toys! And is that Unbox Therapy's new studio?
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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